Context: In 2018, the EU’s General Data Protection Regulation will shake up digital advertising. Less prominently, ecommerce harmonization will proceed across the region, while consumer expectations will fuel wider use of on-demand services and voice assistants.

Context: For the first time since the eurozone debt crisis, retail and retail ecommerce sales will rise in every major market in Western Europe this year. In 2017, total retail sales in the region will reach $3.818 trillion, of which digital purchases will account for 8.8%.

Context: Western Europe’s digital advertising market will be worth $35.16 billion in 2016, eMarketer estimates. The UK will account for nearly 42% of that total; Germany will rank second and France third. In 2020, regional spending will approach $45 billion.

Context: Europe’s affluent, highly digital consumers are perennial targets for marketers keen to attract their discretionary spending. While digital platforms present challenges for high-end brands, they can also extend the appeal of luxury items.

Context: Across Europe, consumption of TV and other video content on digital platforms is surging. Improved network capacity and wider availability of prime content encourage viewers to watch more, on more devices, via free and paid channels.

Context: In 2015, advertisers will spend an estimated $35.25 billion to reach consumers in Western Europe on digital platforms. Yet despite steady increases, digital ads will account for less than 28% of total ad spending in France, Germany, Italy and Spain.

Context: High costs of delivering or returning products; Lack of knowledge of foreign languages; Related to resolving complaints and disputes; Adapting product labeling; Restrictions from business partners

Context: Buying digitally forces you to pay several shipping costs as you do not buy everything on the same website; Dont like registering on a website every time I have to buy gifts; When you buy things digitally worry that you might receive the wrong product or a product not as described; When you buy things digitally worry that you wont receive the item at all; Would rather not share my bank details when I shop digitally

Context: Put more effort in the social media marketing; Put more effort in content that attracts customers; Put more effort in SEO; Use more audience targeting through object models; Put more effort in big data and artificial intelligence to target our audience; Use fewer retargeting ads; Offer more services for logged in customers only; Put more effort in SEM; We will not change anything

Context: Opt out of receiving phone calls from a company; Opt out of receiving emails from a company; Ask a company to delete your records completely; Opt out of having your information stored; Request to see all the data a company has on me; Opt out of receiving tracking cookies; Opt out of seeing retargeting ads; None of the above

Context: Strong focus on tactical marketing can lead to neglect of strategic accountability; Tactical marketing objectives are not aligned to our organizations strategic goals; A lack of understanding about the organizations strategic goals; A lack of understanding of the departments potential contribution to the organizations strategic goals; We have no problems in establishing strategic accountability; Marketing has no influence in shaping the organizations strategic goals; There is no culture of accountability in marketing